S-MAX Gets Launched with Live Actors and Laser Cannons

Ford froze London's Senate House and The Ventilation Building in Liverpool with a multi-sensory interactive experience launching the new S-MAX. Interestingly, these particular building projections included the use of live actors and interactive laser cannons.

Ford projected an ice-climbing scene on these two iconic buildings and invited members of the public to participate in the experience – interactive technology allows the audience to have a real-time effect on what is being seen on the building.

The projections themselves are made up of two integrated sequences -- the first two minutes a theatrical film involving an ice-climber climbing up the building, which is frozen over with ice, to reach the summit and unfurl a banner with the campaign message. When the climber disappears, the audience is invited to "cut the ice" by using one of the five laser stations positioned in front of the building. Using these lasers, the audience can "cut out" pieces of the ice to reveal a virtual world which lives "behind the ice." This interactive sequence lasts six minutes and then the building becomes cloaked in darkness and the Ford logo appears.

Extensive use of sound, lighting and ice-blowers immersed the audience into the experience. Theatrical performers dressed as Sherpas and Arctic explorers, wandered through the crowds, adding excitement and intrigue, stewarding the crowd and giving a real sense of event